23 Apr The importance of knowing your ideal client
There are many fish in the sea, but catching the right one is the problem! Marketing to the masses is like going out to the deep ocean and casting a net in the hopes of catching something specific. You might end up with a piece of driftwood and a lot of little jellyfish, but the chances of catching a shoal of hake are zero to none if you don’t know where to find them and what the best way of catching them is. Even more so fruitless if you are fishing out there for fresh water trout! Marketing needs to be aimed towards a specific audience in order to be effective. If your marketing is all over the place it will send mixed messages to your audience and it will confuse and alienate them – which is exactly the opposite of what you want to achieve with a marketing campaign!
The key to marketing to a specific audience is to know who your ideal client is. An ideal client is a person that has a need for your product or service and who will spend money on it. Identifying your ideal client is as easy as asking who, what, when, where, why and how.
- Who am I, what are the core values of my business and what sets me apart? By knowing exactly what your business offers and what its unique positioning is, it will be easy to draw up a profile of who your ideal client is.
- What are the must-haves of my clients? Are you aiming for people who are over 18, people who own a car, a house, have children or only people with a certain brand of phone, ladies with coloured hair, etc.
- When is the ideal time for the customer to have a need for my business? Do they need to be in a specific stage of their life or what time of year season, month or week does my customer buy?
- Where will I find the type of clients I want to attract? Will they be on social media or do they still buy the newspaper? Do they maybe attend school or university or are they located in a specific place geographically.
- Why are they ideal? An ideal client will have a unique problem that your business will be able to solve.
Determine the specific benefits your customer is seeking in buying your product.
- How can I identify them? What is the demographic of my ideal client? Are they of a particular age, race, gender, income bracket etc.?
By answering all of these questions you will be able to get a picture of exactly who it is you are talking to through your marketing. But it doesn’t end there. Just talking to your customer is not enough. Consumers want to know that you understand their need. You need to match your message to your client and connect with them whilst solving their problem. By understanding who your client is, you will be able to connect with them in a deeper and more meaningful way.
Questions to ask on the quest to understanding your client would include:
- What makes them happy or anxious?
- What are the challenges they are facing?
- What drives, excites or motivates them?
- What are their goals?
By using a bit of psychological profiling and getting into the heads of your target group it will allow you to build your entire business, marketing strategies, services, sales and support around attracting and serving this narrowly defined group.
To obtain this information you can use anything from questionnaires, surveys, polls or focus groups to spending time online reading blogs, posts or even customer reviews. It’s all about finding out what makes your ideal client ‘tick’ and using that to craft a marketing strategy or message they can relate to.
Identifying and understanding your ideal client will narrow the scope of your efforts and will allow you to apply your resources more effectively. If you know what you are fishing for, what bait to use, where to find them and when they are most active, you are bound to catch a fish! The right fish… And if others get caught in the net, it’s your lucky day! Happy fishing!